Government-funded early payments platform unveils placard-inspired visual identity from SomeOne

By Gillian West | Social media manager




March 11, 2014 | 3 min read

URICA, a new government-funded approach enabling suppliers to get paid in time, has worked with SomeOne and SomeOne/Else to develop its strategic visual brand identity and launch communications.

With cashflow killing many small businesses the URICA online platform works for both supplier and company allowing the supplier to choose when they get paid.

Inspired by the great British institution of placards the visual identity includes stand-out messages promoting the early payment platform which launches in April and is funded and supported by the Governments department for Business Innovation & Skills and leading insurance group RSA.

SomeOne’s lead designer on the project, Helen Altoungarian, said: “We took inspiration from protester placards. The strategic visual identity’s embodies URICA’s restless attitude and vigorously supportive values.”“URICA is all about providing a common sense way to meet the cash flow needs of today’s smaller companies. Our core mission is to prove that URICA can unlock the massive growth potential of SMEs across the UK, but it is a new way of thinking and we needed SomeOne to come up with a striking brand identity that made people sit up and take notice that we are here, we are serious, and we really can change the way business is done in the UK. SomeOne got it immediately, and the team have delivered a truly innovative and effective campaigning style ‘look and feel’ that fits perfectly with what we were after,” URICA CEO Lindsay Whitelaw added.
To ensure the branding connected seamlessly across all touch points SomeOne/Else worked alongside SomeOne in terms of URICA’s digital communications. Of the digital design side SomeOne/Else interaction design director Andy Moore commented: “A visible part of the project was to create a fully responsive website that brought life to the bold identity defined by SomeOne across multiple devices. The site features some lovely scroll based animations, which provide a playful walk through of the URICA methodology. Where money is concerned there are always questions and the best way to deliver the concept, was to make it interactive.”
URICA hopes that SMEs will benefit the most from not having to wait months for their payments.

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